This is the age-old question for most firms. The truth is the margin of differentiation is pretty slim. Most successful firms recognize that their secret weapon is their people. But, it’s not enough to have bright, capable talent on board; these individuals must possess a passion for excellence and a commitment to serve. How does a firm instill or encourage these qualities? Take away the rhetoric, buzzwords, and jargon, the key to sustainable success comes down to a firm’s ability to do two things very well.